Microenvironment Flashcards
different forms of online presence (search engines, social networks, comparison sites and destination sites) allow the exchange of information and commercial
transactions between customers, businesses
and governments.
Online marketplace analysis
understand the level of interest or
desire for your product, service or content that exists
in the online marketplace.
Demand analysis
process of comparing actual
performance with potential or desired performance
and identifying where your online presence falls short
of reaching its maximum potential.
Gap analysis
- information processing;
- perceived ease-of-use;
- perceived benefits;
- perceived risk;
- enjoyment.
Antecedents
- cognitive state (how the customer thinks);
- affective state (how the customer feels)
Experience
*customer satisfaction;
* re-purchase intention.
Consequences
- Fictional profiles that represent a particular target audience
- Powerful technique for developing customer centered online strategies, company presences and campaigns.
Personas
- Bargaining Power of Buyers
- Bargaining Power of Suppliers
- Threat of Substitute Products and Services
- Threat of New Entrants
- Rivalry Between Existing Competitors
Porter’s Five Forces
- Identifying companies that compete for an organization’s business.
- Reviewing their strengths, areas of expertise, and plans.
- Analyzing their behavior when faced with attempts to capture market share.
Competitor Analysis
- Structured analysis of an organization’s online services, capabilities,
and performance. - Objective: identify the best practices that can be applied in your
business. - Assessing performance relative to competitors in these areas.
Competitor Benchmarking
___ have an impact on the value of the product, price, availability, design, and creative features.
Suppliers
___ create and distribute content to reach specific
audience.
Publishers
Digital marketing ___ facilitate connections
between businesses and target audiences.
intermediaries
unique benefits (e.g., instant access, convenience, customization)
Value proposition
diverse online audiences
Customer segments
